IBISWorld | Internet Publishing and Broadcasting in Australia
Oct 2023
INDUSTRY REPORT
Internet Publishing
and Broadcasting
in Australia
Oct 2023
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IBISWorld | Internet Publishing and Broadcasting in Australia
Oct 2023
About
IBISWorld
IBISWorld specializes in industry research with
coverage on thousands of global industries. Our
comprehensive data and in-depth analysis help
businesses of all types gain quick and actionable
insights on industries around the world. Busy
professionals can spend less time researching and
preparing for meetings, and more time focused on
making strategic business decisions.
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Oct 2023
Table Of Contents
1. About............................................................................. 5
Highlights...................................................................33
Definition...................................................................... 5
Key Takeaways......................................................... 33
What’s Included......................................................... 5
Concentration...........................................................34
What’s Not Included................................................ 5
Barriers to Entry....................................................... 36
Companies................................................................... 6
Substitutes................................................................. 37
Related Industries......................................................6
Buyer & Supplier Power....................................... 38
2. Performance................................................................ 8
6. Companies.................................................................42
Highlights..................................................................... 8
Key Takeaways......................................................... 42
Key Takeaways............................................................8
Market Share............................................................ 42
Executive Summary...................................................9
Companies................................................................. 44
Performance Snapshot......................................... 10
7. External Environment............................................ 46
Volatility...................................................................... 16
Highlights...................................................................46
Outlook....................................................................... 18
Key Takeaways......................................................... 46
Life Cycle.................................................................... 19
External Drivers........................................................ 46
3. Products and Markets........................................... 21
Regulation & Policy............................................... 49
Highlights...................................................................21
Assistance.................................................................. 50
Key Takeaways......................................................... 21
8. Financial Benchmarks............................................ 52
Products and Services........................................... 22
Highlights...................................................................52
Major Markets.......................................................... 26
Key Takeaways......................................................... 52
4. Geographic Breakdown........................................ 29
Cost Structure...........................................................53
Key Takeaways......................................................... 29
Key Ratios.................................................................. 56
Business Locations..................................................30
9. Key Statistics............................................................. 58
5. Competitive Forces................................................ 33
Industry Data............................................................ 58
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IBISWorld | Internet Publishing and Broadcasting in Australia
Oct 2023
About
A quick definition of the industry, its
products and services, major
companies and other key identifiers
help you confirm you’re in the right
place.
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IBISWorld | Internet Publishing and Broadcasting in Australia
Oct 2023
1. About
https://my.ibisworld.com//au/en/industry/J5700/about
ANZSIC 2006
5700
Definition
Industry firms publish or broadcast content on the internet. Industry operators provide textual, audio and
video content of general or specific interest. Firms do not provide traditional (non-internet) versions of the
content they publish or broadcast. The industry excludes search engines, internet service providers or
publishers of offline content.
What’s Included

Online video and audio broadcasting

Online real estate advertising directories

Online print publishing

Job classifieds

Automotive advertising directories

Online map publishing

Digital art publishing
What’s Not Included

Computer hardware

Directories

Home and garden magazines

Other reproduction services and products

CD duplication and replication services

Other magazines and periodicals

Computer peripherals, parts and accessories

DVD duplication and replication services

Blu-ray Disc duplication and replication services

Games consoles

Computer software

Women's magazines
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Companies

Netflix

Nine Entertainment Co

REA

SEEK

carsales.com

Spotify Australia

Thryv
Related Industries
Industries in the Same Sector

Competitors:
o

Magazine and Directory Publishing in Australia
Complementors:
o
Reproduction of Recorded Media in Australia
o
Computer and Software Retailing in Australia
International Industries

Internet Publishing and Broadcasting in the US

Adult & Pornographic Websites in the US

Internet Services in China

Social Networking in China
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Oct 2023
Performance
Track historical, current and forwardlooking trends in revenue, profit and
other performance indicators that
make or break an industry.
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Oct 2023
2. Performance
https://my.ibisworld.com//au/en/industry/J5700/performance
Highlights
Revenue
Employees
Businesses
$5.7bn
7,273
1,495
2019-24 CAGR
↑ 3.9 %
2019-24 CAGR
↑ 3.0 %
2019-24 CAGR
↓ 0.5 %
2024-29 CAGR
↑ 1.8 %
2024-29 CAGR
↑ 1.8 %
2024-29 CAGR
↓ 2.1 %
Profit
Profit Margin
$1.0bn
17.6%
2019-24 CAGR
↑ 2.2 %
2019-24 CAGR
↓ 1.5 pp
Key Takeaways

Internet subscriber numbers have been ramping up. As technology improves and becomes more
accessible, more consumers will seek the industry’s product offerings, elevating revenue growth.

Publishers’ and broadcasters’ prices are limited by strong competition within product
segments. Competitive conditions have been encouraging consolidation, as less profitable
companies are acquired or exit the industry.

SVOD services are on track to approach market saturation, especially for media streaming.
SVOD service providers will therefore introduce more advertising to bring in additional revenue.
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Oct 2023
Executive Summary
The Internet Publishing and Broadcasting industry has grown strongly. Climbing numbers of internet
connections and broadband speeds have made internet publishing and broadcasting services more
accessible to consumers, elevating demand. A rapid increase in consumer demand for SVOD services like
Netflix has fuelled the industry's strong revenue growth, and these services represent a new product
segment for the industry. Revenue is expected to increase at an annualised 3.9% to $5.7 billion over the five
years through 2023-24. This trend includes a drop of 0.9% in the current year, as falling business confidence
has discouraged some downstream firms from engaging in online advertising services.
Demand for SVOD services surged during the COVID-19 pandemic as consumers spent more time at home.
However, deteriorating economic conditions caused by the COVID-19 pandemic negatively affected other
areas of the industry, like online classifieds, which are heavily influenced by business confidence. Volatile
economic conditions have constrained revenue growth for online advertising services firms. Prices have also
been limited by strong competition within some product segments. Foreign companies like Google and
Facebook have also taken up more market share compared with domestic manufacturers, as these
companies are dominant and have strong global reach.
Continued demand growth for SVOD services is forecast to drive industry revenue growth. However,
revenue growth from this segment is likely to slow as streaming-related segments approach market
saturation. SVOD services will instead turn their attention to incorporating advertisements to bring in
additional revenue. Technological advances, like faster broadband speeds and 5G mobile networks, are on
track to make internet publishing and broadcasting services more accessible, further boosting demand and
revenue. Despite improved technology, greater competition among publishers and broadcasters will likely
limit the prices they can charge for their services, limiting revenue growth. Revenue is therefore forecast to
climb at an annualised 1.8% to $6.2 billion over the five years through 2028-29.
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Performance Snapshot
↑ 2019-24 Revenue CAGR +3.9%
Revenue:
Revenue
$5.7bn
’19-’24
↑ 3.9 %
’24-’29
↑ 1.8 %
2024 Revenue CAGR
Revenue Volatility
↓ 0.9 %
Moderate
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Employees:
Employees
Employees per Business
Revenue per Employee
7,273
5
$782k
’19-’24
↑ 3.0 %
’19-’24
↑ 3.5 %
’19-’24
↑ 0.8 %
’24-’29
↑ 1.8 %
’24-’29
↑ 4.0 %
’24-’29
↓ 0.0 %
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Businesses:
Businesses
Employees per Business
Revenue per Business
1,495
5
$3.8m
’19-’24
↓ 0.5 %
’19-’24
↑ 3.5 %
’19-’24
↑ 4.4 %
’24-’29
↓ 2.1 %
’24-’29
↑ 4.0 %
’24-’29
↑ 4.0 %
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Profit:
Total Profit
Profit Margin
Profit per Business
$1.0bn
17.6%
$669.5k
’19-’24
’19-’24
’19-’24
↑ 2.2 %
↓ 1.5 pp
↑ 2.7 %
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Performance Snapshot
What's driving current industry performance?
Internet uptake has fuelled industry growth

Consumers have been accessing more everyday services using the internet. Higher internet
subscriber numbers have fuelled revenue growth.

Smartphone and tablet use has ramped up and made internet publishing and broadcasting services
more accessible to consumers.

Internet publishers and broadcasters have been able to gain a larger audience for advertisements,
especially classifieds, compared with physical competitors like newspapers. Refined search functions
have been drawing consumers and businesses towards online advertising websites. Online news
outlets can also provide more timely services because of their lack of reliance on physical printing.

Falling business confidence has cut advertisers' spending, dampening profit margins.
Competitive conditions have cut into participation

Strong competition within some product segments limits internet publishers' and broadcasters'
prices.

Deteriorating economic conditions dampened demand. For example, companies that generate
revenue from displaying advertisements, like online-only news websites, have lost market share to
more popular foreign companies like Google and Facebook.

Strong competition has encouraged consolidation, as smaller companies become less viable and are
acquired or forced to exit the industry. This trend has dampened enterprise and establishment
numbers.

As technology advances, wage costs have climbed as companies seek skilled staff. Publishers and
broadcasters need staff skilled in data analytics and cybersecurity measures for marketing and data
protection.
SVOD services have become increasingly popular

SVOD services have amplified their performance by incorporating new technological advancements.
For example, Netflix uses artificial intelligence to personalise the image icons for movies and
television shows.

Netflix and Stan have focused on building their subscription bases. Netflix has cracked down on
password sharing outside households, generating more subscriptions – and therefore revenue – for
the company.

As 5G mobile networks are rolled out, improved internet speeds are causing more consumers to
adopt subscription services, particularly for streaming media. This product segment has been the
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most successful, particularly in the wake of greater demand for online entertainment after the
COVID-19 outbreak.
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Oct 2023
Volatility
What influences industry volatility?
SVOD services' popularity have fuelled industry growth

The number of internet subscribers has been steadily mounting. The NBN network's rollout, and the
current rollout of 5G networks, have introduced online services that are faster and more reliable.
These changes have given internet publishing and broadcasting companies more room to grow,
elevating revenue.

As the internet has become more ubiquitous, SVOD services have rapidly become more popular.
Netflix and other streaming companies have provided convenient and fast access to entertainment,
elevating revenue and fuelling volatility.
Changing demand conditions have limited revenue growth for certain product segments

The COVID-19 outbreak notably influenced the industry's performance. As many consumers sought
entertainment during pandemic-related lockdowns, demand for streaming services and online
content spiked.

While the consumer market has fuelled demand for SVOD services, other product segments have
struggled to keep up with changing conditions. Volatile business confidence has dampened
business spending on website advertisements, dampening overall industry revenue growth.
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How do successful businesses overcome volatility?
Secure a highly skilled workforce
Internet publishing and broadcasting firms require staff skilled in data input, delivery and site
maintenance to ensure that content is always accessible and functioning.
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Outlook
What's driving the industry outlook?
Technological improvements are set to encourage continued growth

Mobile communications density and internet subscriber numbers are on track to climb in the
coming years. 5G networks will continue to roll out, improving mobile internet speeds to encourage
more consumers to consume film and television content via the internet.

Even though SVOD services will continue to be successful, revenue growth will likely slow as
streaming-related segments approach market saturation.

Social media platforms will pose as new sources of competition, as they enable employers and
private sellers to advertise jobs and products to broad audiences. This trend may cut into
performance for online classifieds providers, contributing to slow revenue growth.
Intensifying competition will likely fuel consolidation

Enterprise and establishment numbers will keep falling over the next few years. Major publishers and
broadcasters benefit from their market share and established presence in the market, meaning that
new entrants will lack a unique value proposition and are unlikely to be successful.

Medium-sized internet publishing and broadcasting firms will likely engage in merger and
acquisition activity as they seek to remain competitive by establishing greater economies of scale,
further dampening overall participation.

Employment growth is on track to slow, as companies focus on employing staff skilled in data
analytics, cybersecurity and software development instead of expanding their overall workforce.
New services are on track to provide opportunities for wider profit margins

After their initial establishment periods lapse, SVOD services will increasingly incorporate
advertisements in their services to boost profit margins.

New media-intensive sources are likely to emerge in the coming years, with established online
classifieds and news websites contributing less to revenue growth.

Improved mobile technology and internet connection speeds will fuel growth in mobile applications
that use geolocation for more tailored advertising, benefiting profitability.

Advancements in IT infrastructure will give existing internet publishers and broadcasters new growth
opportunities, as internet services become faster, cheaper and more accessible for consumers.
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Life Cycle
Why is the industry growing?
Contribution to GDP
The industry's contribution to the economy is climbing at a faster rate than overall GDP growth. Mounting
internet subscriber numbers and faster technological capabilities are fuelling revenue growth, especially for
streaming services.
Market Saturation
Internet publishing and broadcasting services are dominant compared with traditional media, like
newspapers and job classifieds. Companies now provide much of these services online. However,
consumers may opt for the services of foreign operators like YouTube instead of Australian-owned services.
Innovation
Internet publishing and broadcasting firms have taken up data analytics to improve the efficiency of their
marketing and advertising campaigns. Some companies have also implemented augmented reality (AR)
technology to allow digital tours, as observed on realestate.com.au.
Consolidation
Consolidation activity tends to vary depending on the segment. Some product segments are dominated by
individual companies like SEEK Limited and Carsales.com, encouraging consolidation as smaller firms are
less viable. Consolidation activity has been ramping up over the long term.
Technology and Systems
Greater data storage and hosting capabilities have made online publishing and broadcasting services more
powerful. The ability to store large amounts of data has fuelled rapid growth, and faster internet speeds
have enabled providers to introduce more sophisticated services.
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Products and
Markets
Find out what the industry offers,
where trade is most concentrated and
which markets are buying and why.
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3. Products and Markets
https://my.ibisworld.com//au/en/industry/J5700/products-and-markets
Highlights
Largest Market
$2.4bn
Product Innovation
Moderate
Online video and audio broadcasting
Key Takeaways

Growth in the online video and broadcasting segment has outstripped that of other products.
SVOD and music streaming services have rapidly become more popular, as greater broadband
penetration has made them more accessible.

The consumer market is the largest for internet publishers and broadcasters. Climbing
disposable incomes have been encouraging people to spend more on entertainment and online
print publishing services.

Falling confidence has dampened demand from businesses. Businesses largely use internet
publishing and broadcasting services to advertise jobs and print informational text.
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Products and Services
How are the industry’s products and services performing?
Online video and audio broadcasting makes up a growing share of revenue

Online video and audio broadcasting, which includes SVOD and music streaming services, has
rapidly expanded in popularity. Greater broadband penetration has made these services more
accessible to consumers.

SVOD services like Netflix and Stan have fuelled much of the industry's revenue growth. However,
many service offerings in the category are operated from outside of Australia, including YouTube
and most podcasts.

Other streaming media providers in Australia tend to be dual operators that integrate these services
with their traditional operations. For example, radio stations release podcasts of popular shows,
while television broadcasters provide already aired content through their own streaming platforms.
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Broadcasting segment expansion has dulled revenue from online real estate advertising directories

Real estate advertising directories include REA Group Ltd, which operates realestate.com.au – a
popular online property portal.

Domain Holdings Australia Limited, which is majority-owned by Nine Entertainment Co Holdings
Limited, is REA Group's major competitor.

Advertising real estate online is more convenient than in newspapers, as listings can offer more
detail and are easier to navigate. As realestate.com.au has the largest online audience, agents tend
to list properties there to maximise their reach. However, REA Group's climbing advertising rates
have sparked complaints.

Stronger growth in the online video and audio broadcasting segment has dampened real estate
advertising directories' revenue share.
Online print publishers have struggled to implement successful subscription models

Online print publishing includes publishing news, magazines, encyclopedias and books online.

Online print publishers have struggled to generate revenue and create profitable business models.
Many online publishers, especially news websites, generate revenue from online advertising and
offer their content to consumers free of charge. Strong competition has made it difficult for some
publishers to generate subscription revenue via paywalls.

While more consumers are demonstrating a willingness to pay for online print content, weak growth
in discretionary income has caused the segment to lag behind other products and services. Online
print publishing's share of revenue has been falling as a result.
Other online advertising directories have experienced relatively weak growth

Job classifieds and automotive advertising directories are the two largest sources of revenue in the
other online advertising directories segment. Seek Limited and Carsales.com Limited dominate the
job classifieds and car advertising directories, respectively.

Online advertising directories have improved traditional classifieds by adding refined search
functions. These functions enable consumers to browse listings more efficiently.

While SEEK has expanded its market share, international search engines like Google provide other
directory services. The segment has fallen as a share of revenue because of comparatively greater
growth for other products, especially online video and audio broadcasting.
International dominance and stock photos' prevalence have cut into revenue from other internet
publishing

Other internet publishing includes online map publishing and digital art publishing.
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
Oct 2023
As Google Maps dominates the online map publishing market in Australia, domestic alternatives
tend not to attract much attention. The most prominent of these alternatives is Whereis, owned by
Telstra.

Digital art publishing involves creating art for exclusive use on the web, which is most commonly
used for advertising. The use of in-house graphic design services and stock photos' popularity have
dampened demand for these services.

The segment's revenue share has fallen, largely because of the dominance of services offered by
international companies because of non-Australian companies' dominance.
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What products or services do successful businesses offer?
Produce premium goods and/or services
Firms that publish or broadcast on the internet need to provide a premium value proposition in terms
of type, quality, timeliness and cost effectiveness to clients.
Protect intellectual property and copyright output
Internet publishing and broadcasting companies relying on subscription revenue must protect their
intellectual property to ensure that customers cannot access their content for free elsewhere.
What are innovations in industry products and services?
Providers have used data to improve and target their service offerings

Big data techniques have become more sophisticated, enabling internet publishing and
broadcasting service providers to gather large volumes of data.

Providers have been using big data techniques to adapt their marketing techniques. For example,
providers can tailor their service offerings based on market usage.

Data analytics and other AI tools have enabled providers to streamline service delivery and present
users with personalised content.
Some companies have adopted virtual and augmented reality technologies

Internet publishing and broadcasting firms have taken up virtual reality (VR) and augmented reality
(AR) technologies for their operations.

Real estate advertising directories, like realestate.com.au, have implemented AR to enhance property
listings. For example, these technologies enable digital tours for potential buyers' and renters'
convenience.
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Major Markets
What’s influencing demand from the industry’s markets?
Smartphone and internet uptake is fuelling expansion in the consumer market

Consumers are internet publishing and broadcasting services providers' largest market, largely
because of the popularity of online entertainment offerings like SVOD and music streaming services.

Rising smartphone use and more internet connections have expanded the market segment.
Consumers can easily and quickly access internet services on their smartphones, encouraging them
to spend money on entertainment services and online print publishing.

Climbing disposable incomes have encouraged consumers to spend more on discretionary items
like entertainment and streaming services, supporting market growth.

The COVID-19 pandemic accelerated the market's expansion, since consumers turned to online
broadcasting content during lockdowns.
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The product dealers market has expanded because of higher internet subscriber numbers

Product dealers rely heavily on selling their products through online classifieds websites.

Real estate agents, car dealers and professional eBay sellers use websites to advertise their products,
particularly since most consumers research large purchases using the internet.

The product dealers market has been expanding because of climbing internet subscriber numbers
and greater demand from online advertising.
Weak business confidence has shrunk businesses' revenue share

Businesses use internet publishing and broadcasting services for a range of purposes, but strongly
focus on directory advertising for job recruitment and text print for informational purposes.

Firms use online map publishing to advertise their services, generating demand among the market.

Falling business confidence and volatile economic conditions have limited business spending,
causing the market's share of revenue to contract.
A preference for free classifieds services has shrunk demand from private sellers

Private sellers provide a source of revenue for online directory advertising. The segment includes
sellers that use classifieds services infrequently, meaning that the market accounts for a
comparatively small share of demand.

Consumers have been increasingly turning to free classifieds services, like Gumtree and Facebook
Marketplace, to sell items. This trend has caused private sellers to account for a smaller share of
revenue.
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Geographic
Breakdown
Discover where business activity is
most concentrated in this industry
and what’s driving these trends.
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4. Geographic Breakdown
https://my.ibisworld.com//au/en/industry/J5700/geographic-breakdown
Key Takeaways

Sydney and Melbourne are home to most of Australia’s key internet publishers and
broadcasters. These cities have strong labour markets and large populations, meaning that demand
is strong.

Firms’ concentration tends to follow Australia’s population spread. There is usually little need
for companies to establish more than one location, since the internet’s scope means that one
establishment can theoretically service a limitless geographic area.
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Business Locations
LGA
Establishments
Population
%
%
NSW
39.8
32.6
VIC
26.2
24.8
QLD
18.3
20.0
WA
7.5
10.1
SA
4.8
7.5
ACT
1.6
1.6
TAS
1.6
2.3
NT
0.2
1.0
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Where are industry businesses located?
New South Wales and Victoria host most service providers

The distribution of internet publishing and broadcasting firms tends to follow that of Australia's
population.

Most internet publishing companies base their operations in locations with strong ICT labour
markets and that are close to their target downstream markets.

Most providers are located in New South Wales and Victoria, since these states account for the
greatest shares of the population and attract significant economic activity.

Melbourne and Sydney have large populations and strong labour markets and office infrastructure,
and are home to other businesses and clients.
States like Western Australia are underrepresented in the industry

The concentration of economic activity in Sydney and Melbourne means that other states and
territories are underrepresented in the industry compared with their shares of the national
population.

Since the industry relies heavily on the internet, activity does not necessarily require multiple
establishments – one establishment can theoretically service a limitless geographic area, diminishing
the need for companies to set up multiple locations.

Major corporations are well established in Australia's commercial centres, meaning that the
industry's geographic spread tends to remain relatively static.
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Competitive
Forces
Uncover challenges and benefits in
the operating environment, digging
into market share, buyer and supplier
power and key success factors for
operators.
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5. Competitive Forces
https://my.ibisworld.com//au/en/industry/J5700/competitive-forces
Highlights
Concentration
Competition
Barriers to Entry
High
↓ High
↓ Low
Substitutes
Buyer Power
Supplier Power
Moderate
Moderate
↑ Low
↑ Decreasing
↑ Decreasing
Steady
↑ Increasing
Steady
Key Takeaways

Internet publishers and broadcast tend to compete on the relevance of content and material
published. Ease of access is also a key factor, as is the cost for customers to access content.

The industry is outperforming traditional media, like newspapers and physical publications.
The internet and classifieds platforms make it easier for customers to view up-to-date material
compared with physical media.
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Concentration
High
What impacts the industry’s market share concentration?
The industry's four largest companies account for most of its revenue

The Internet Publishing and Broadcasting industry displays high market share concentration – its
four largest companies account for almost 90% of industry revenue.

Most consumers tend to visit the most popular advertising websites, which feature the most
advertisements and are the most convenient to use.

Advertising websites that generate the most traffic naturally attract the most businesses seeking to
sell products, and can therefore charge higher fees. This cycle continues across different segments,
like job and car advertisements, wherein one player – SEEK and Carsales.com, respectively –
becomes dominant.
SVOD services' growth has fuelled rising concentration

While the industry has low barriers to entry, its market share concentration has been climbing.
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
Oct 2023
SVOD services like Netflix have been fuelling greater concentration. Greater consolidation activity in
the media sector has also encouraged this trend.

Intensifying competition among SVOD and online classifieds listing services will likely encourage
further lifts in the industry's market share concentration.
How do successful businesses handle concentration?
Protect intellectual property and copyright output
Internet publishing and broadcasting companies relying on subscription revenue must protect their
intellectual property to ensure that customers cannot access their content for free elsewhere.
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Barriers to Entry
Low
Increasing
What challenges do potential industry entrants face?
Legal

It is difficult to regulate online content, meaning that worldwide regulation has lagged behind
technological developments. Providers must adhere to content restriction and copyright laws, which
the ACMA enforces.
Start-Up Costs

Potential industry entrants face significant initial capital expenditure on high-quality IT equipment.
Leasing or hiring equipment can lower initial costs.
Differentiation

Internet publishing and broadcasting companies mainly contribute based on their content and
material's relevance. Accessibility also influences how competitive firms are among their target
markets.
Labour Intensity

Capital and labour intensity vary depending on the company's size. Firms need skilled staff like
marketing professionals and web designers, as well as software engineers to ensure that
cybersecurity measures are implemented to protect company and user data.
How can potential entrants overcome barriers to entry?
Protect intellectual property and copyright output
Internet publishing and broadcasting companies relying on subscription revenue must
protect their intellectual property to ensure that customers cannot access their content
for free elsewhere.
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IBISWorld | Internet Publishing and Broadcasting in Australia
Oct 2023
Substitutes
Moderate
Decreasing
What are substitutes for industry services?
Traditional media

The Internet Publishing and Broadcasting industry is outperforming most traditional media
competitors, particularly newspapers, as consumers are increasingly using the internet.

Information that consumers used to rear newspapers for – like advertising directories and classifieds
– are now provided by companies like REA Group Ltd, SEEK Limited and Carsales.com Limited.
Foreign-based companies

Foreign-based firms like YouTube pose as competitors for online video and audio streaming
services.

Some foreign-based companies, like US-based Netflix, have now established operations in Australia
rather than providing competition.

Local streaming services contend with internet piracy; consumers obtain media files for television
shows and films from websites that infringe on copyright, thereby bypassing the industry's services.

Companies have been cracking down more on piracy and password sharing, which has dampened
the frequency of internet piracy.
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IBISWorld | Internet Publishing and Broadcasting in Australia
Oct 2023
Buyer & Supplier Power
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IBISWorld | Internet Publishing and Broadcasting in Australia
Oct 2023
What power do buyers and suppliers have over the industry?
Buyers: markets vary in a growing industry
Moderate

Steady
Key buyers of internet publishing and broadcasting services include automotive dealers, real estate
agents, financial services firms and consumers.

Buyers' negotiating power can vary depending on the product segment. For example, since
realestate.com.au dominates in terms of real estate advertising, agents must advertise via this
platform to have the best chance of leasing or selling a property. Meanwhile, consumers can choose
from several streaming services based on price and entertainment offerings, which increases their
negotiating power.
Suppliers: switching costs are low
Low

Steady
Suppliers for internet publishing and broadcasting companies include computer and IT equipment
providers, telecommunications firms and software retailers.

If suppliers' prices grow or industry firms are dissatisfied with their services, it is relatively easy for
them to switch to another supplier. This factor keeps suppliers' bargaining power relatively low.

Companies that supply specialised software or equipment may have more negotiating power with
industry providers.
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IBISWorld | Internet Publishing and Broadcasting in Australia
Oct 2023
How do successful businesses manage buyer & supplier
power?
Ensure products are consumer friendly
Internet publishing and broadcasting companies that provide a well-designed and
functional service are more likely to be popular with consumers and clients.
Produce premium goods and/or services
Firms that publish or broadcast on the internet need to provide a premium value
proposition in terms of type, quality, timeliness and cost effectiveness to clients.
Protect intellectual property and copyright output
Internet publishing and broadcasting companies relying on subscription revenue must
protect their intellectual property to ensure that customers cannot access their content
for free elsewhere.
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IBISWorld | Internet Publishing and Broadcasting in Australia
Oct 2023
Companies
Find out which companies hold the
most market share and how revenue,
profit and market share have shifted
over time for these leaders.
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IBISWorld | Internet Publishing and Broadcasting in Australia
Oct 2023
6. Companies
https://my.ibisworld.com//au/en/industry/J5700/companies
Key Takeaways

Netflix Australia Pty Ltd has made efforts to prevent password sharing, which has elevated
subscriber numbers. The company has also engaged in mergers in acquisitions; for example, it
acquired Australian animation studio Animal Logic in 2022.

Nine Entertainment own Stan, Netflix’s main competitor. In 2020, Stan made an unsuccessful
bid for the rights to WarnerMedia content, as Foxtel instead extended its existing agreement for the
content.

REA Group re-launched its platform property.com.au in 2022. The company also now fully owns
the fintech company CampaignAgent, as of July 2023.
Market Share
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IBISWorld | Internet Publishing and Broadcasting in Australia
Oct 2023
Chart displays current year only in the PDF version of this report. You can view and download chart
for all other years associated with this industry on my.ibisworld.com.
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IBISWorld | Internet Publishing and Broadcasting in Australia
Oct 2023
Companies
Company
Market Share (%)
Revenue ($m)
Profit ($m)
Profit Margin (%)
2024
2024
2024
2024
Netflix
30.1
1,713.6
N/A
N/A
Nine Entertainment Co
23.0
1,306.6
N/A
N/A
REA
20.9
1,188.8
N/A
N/A
SEEK
15.6
888.6
N/A
N/A
carsales.com
5.9
338.0
N/A
N/A
Spotify Australia
5.0
284.3
N/A
N/A
Thryv
2.0
113.7
N/A
N/A
You can view and download company details on my.ibisworld.com.
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IBISWorld | Internet Publishing and Broadcasting in Australia
Oct 2023
External
Environment
Understand the demographic,
economic and regulatory factors
positively and negatively affecting the
industry.
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IBISWorld | Internet Publishing and Broadcasting in Australia
Oct 2023
7. External Environment
https://my.ibisworld.com//au/en/industry/J5700/external-environment
Highlights
Regulation & Policy
Assistance
↑ Low
↓ Low
↓ Increasing
↑ Increasing
Key Takeaways

Internet publishers and broadcasters must adhere to content restriction guidelines. The ACMA
enforces these restrictions, which apply to violent, criminal or pornographic content.

Defamation laws apply to the industry. While copyright laws are difficult to enforce, the Federal
Government amended the Copyright Act 1968 to make digital piracy more difficult.
External Drivers
What demographic and macroeconomic factors impact the industry?
Demand for internet publishing and broadcasting activities relies heavily on overall internet penetration. As
more people gain access to the internet, the potential market for internet publishing and broadcasting
services climbs. The number of internet connections is expected to rise by 3.1% in 2023-24 as 5G mobile
networks continue to rollout, presenting an opportunity for industry expansion.
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IBISWorld | Internet Publishing and Broadcasting in Australia
Oct 2023
Businesses represent a key source of industry revenue. Business confidence reflects a company's willingness
to spend money on activities that assist growth, like internet advertising. However, many businesses reduce
their advertising budgets or postpone hiring new staff when confidence is low or negative, which can
threaten internet publishing and broadcasting services providers. Business confidence is expected to climb
by 3.5 index points in 2023-24.
Real household discretionary income reflects consumers’ ability to buy non-essential goods and services.
While many information and media services can be accessed online for free, some consumers are willing to
pay a premium to access exclusive or higher quality services. Directory listings, news sources and online
media draw a proportion of their revenue from subscriptions. Real household discretionary income is
anticipated to fall by 0.1% in 2023-24.
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IBISWorld | Internet Publishing and Broadcasting in Australia
Oct 2023
Mobile telecommunications density represents the proportion of mobile and wireless phone and data
services used by Australians. Consumers are more likely to access internet publishing and broadcasting
services as mobile telecommunications density escalates, boosting revenue for service providers. Mobile
telecommunications density is expected to contract by 0.6% in 2023-24.
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IBISWorld | Internet Publishing and Broadcasting in Australia
Oct 2023
Regulation & Policy
Low
Increasing
What regulations impact the industry?
Content restriction
Regulation for internet publishing and broadcasting tends to centre on content restriction. The ACMA is the
main body responsible for enforcing content restriction laws and restricts prohibited content from being
published. Restrictions apply to excessively violent, criminal or pornographic content, or anything that could
advocate terrorism. The ACMA can also issue take-down notices to providers that publish prohibited
content or link to websites that feature such content.
Defamation and copyright laws
Internet publishing and broadcasting firms that allow users to comment on message boards, chat rooms
and other discussion forums must ensure that posted content is not defamatory or discriminatory, or
potentially incite violence. While copyright infringements are also regulated, they are difficult to enforce. In
2018, the Federal Government amended the Copyright Act 1968 to make it more difficult for Australians to
engage in digital piracy.
Modern Slavery Act 2018
The act minimally affects the industry. Most companies operate primarily in Australia, which is considered to
have a low risk of modern slavery. However, the industry heavily depends on computer equipment, and
some reports have linked equipment manufactured and imported from countries in the Asia-Pacific region
with incidents of modern slavery. Companies must therefore take preventative measures to ensure modern
slavery is not present in their supply chains.
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IBISWorld | Internet Publishing and Broadcasting in Australia
Oct 2023
Assistance
Low
Increasing
What assistance is available to this industry?
Public support doesn't apply to the industry
The Internet Publishing and Broadcasting industry doesn't receive any public assistance.
Private support doesn't apply to the industry
The Internet Publishing and Broadcasting industry doesn't receive any private assistance.
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IBISWorld | Internet Publishing and Broadcasting in Australia
Oct 2023
Financial
Benchmarks
Understand average costs for industry
operators and compare financial data
against key ratios and financial
benchmarks broken down by
business size.
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IBISWorld | Internet Publishing and Broadcasting in Australia
Oct 2023
8. Financial Benchmarks
https://my.ibisworld.com//au/en/industry/J5700/financial-benchmarks
Highlights
Profit Margin
Average Wage
Largest Cost
17.6 %
$97,621
Purchases
↑ Higher than sector
↑ Higher than sector
24.4% of Revenue
Key Takeaways

Business confidence has taken a hit because of volatile economic conditions. Fluctuating
confidence has dampened demand from businesses, which has ultimately cut into industry profit
margins.

Internet publishers and broadcasters have lifted their spending on advertising and marketing.
More efficient and extensive marketing campaigns enable companies to attract more customers to
their services and platforms.
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IBISWorld | Internet Publishing and Broadcasting in Australia
Oct 2023
Cost Structure
Chart displays current year only in the PDF version of this report. You can view and download chart
for all other years associated with this industry on my.ibisworld.com.
What trends impact industry costs?
Wages have fallen as companies improve their economies of scale

Labour is a key expense in the Internet Publishing and Broadcasting industry, since these companies
require a highly skilled workforce.

Small-scale companies find it more difficult to control labour costs, and firms can only reduce labour
expenses by working longer hours and charging higher prices.

Companies have sought to employ part-time workers or outsource certain activities to reduce
labour expenses.

Expanding economies of scale among the largest companies in the industry have reduced wages to
an estimated 12.5% of revenue, despite mounting employment numbers.
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IBISWorld | Internet Publishing and Broadcasting in Australia
Oct 2023
Purchase costs have been mounting for the industry

Internet publishing and broadcasting companies need to purchase copyrighted materials like videos,
music and photos.

Purchase costs vary depending on a firm's operations, but can include traffic acquisition costs and
SEO initiatives to boost a website's popularity.

Other purchase costs include other items and consumables required to maintain operations, like
office supplies.

Purchase costs have climbed to an estimated 24.4% of revenue because of the growing presence of
streaming services, like Netflix, Stan and Spotify.
Other costs have climbed because of higher investment in marketing and advertising

Strong competition among publishing and broadcasting firms has caused them to lift marketing and
advertising budgets to boost brand recognition and attract customers.

Greater marketing and advertising expenditure has expanded other costs to an estimated 36.9% of
revenue.
Lower business spending has cut into profit margins

More competitive conditions have been exacerbating price competition and constraining the prices
that consumers pay for services, especially among companies in the online media space.

Volatile economic conditions have limited business and consumer spending. Falling business
confidence have placed pressure on profit margins, causing them to contract to an estimated 17.6%
of revenue.

Firms that provide SVOD services have invested in marketing and technology to establish their
businesses, with many recording low profit margins or losses during the initial establishment period.
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IBISWorld | Internet Publishing and Broadcasting in Australia
Oct 2023
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IBISWorld | Internet Publishing and Broadcasting in Australia
Oct 2023
Key Ratios
Year
Revenue per
Revenue per
Employees
Employees
Average
Wages/
Estab. per
IVA/
Employee
Enterprise
per Estab.
per Ent.
Wage
Revenue
Enterprise
Revenue
($)
($ million)
(Units)
(Units)
($)
(%)
(Units)
(%)
2007-08
417,491
0.7
1.6
1.7
85,408
20.5
1.0
52.7
2008-09
380,163
0.7
1.8
1.8
59,371
15.6
1.0
49.4
2009-10
383,116
0.8
2.0
2.0
88,380
23.1
1.0
57.3
2010-11
411,424
0.9
2.0
2.1
89,650
21.8
1.0
54.1
2011-12
404,917
0.9
2.1
2.2
100,190
24.7
1.0
55.0
2012-13
382,182
1.0
2.7
2.7
92,692
24.3
1.0
68.7
2013-14
450,386
1.2
2.6
2.7
93,323
20.7
1.0
55.9
2014-15
499,174
1.4
2.8
2.9
95,680
19.2
1.0
53.6
2015-16
635,721
2.0
3.0
3.1
99,059
15.6
1.0
50.1
2016-17
565,427
2.0
3.4
3.6
99,258
17.6
1.0
40.0
2017-18
664,067
2.5
3.6
3.8
128,127
19.3
1.0
45.0
2018-19
750,801
3.1
3.9
4.1
108,296
14.4
1.0
36.4
2019-20
747,520
3.1
4.0
4.2
103,225
13.8
1.0
33.0
2020-21
756,422
3.2
4.1
4.2
101,307
13.4
1.0
39.0
2021-22
730,038
3.3
4.3
4.5
96,751
13.3
1.0
39.9
2022-23
799,170
3.7
4.5
4.7
97,120
12.2
1.0
32.8
2023-24
781,878
3.8
4.7
4.9
97,621
12.5
1.0
33.8
2024-25
789,086
4.0
4.8
5.0
101,139
12.8
1.0
34.1
2025-26
790,581
4.1
5.0
5.2
104,876
13.3
1.0
34.9
2026-27
787,451
4.3
5.3
5.5
108,732
13.8
1.0
36.0
2027-28
781,281
4.4
5.4
5.7
109,347
14.0
1.0
36.1
2028-29
781,018
4.6
5.7
5.9
111,595
14.3
1.0
36.9
2029-30
904,094
5.6
5.9
6.2
114,524
12.7
1.0
35.5
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IBISWorld | Internet Publishing and Broadcasting in Australia
Oct 2023
Key Statistics
Discover 14 years of historical, current
and forward-looking industry
performance data in table format.
57
IBISWorld | Internet Publishing and Broadcasting in Australia
Oct 2023
9. Key Statistics
https://my.ibisworld.com//au/en/industry/J5700/key-statistics
Industry Data
Year
Revenue
IVA
Establishments
Enterprises
Employment
Wages
($ million)
($ million)
(Units)
(Units)
(Units)
($ million)
2007-08
1,171
617
1,708
1,672
2,806
240
2008-09
1,125
556
1,666
1,628
2,960
176
2009-10
1,325
759
1,731
1,690
3,459
306
2010-11
1,459
789
1,759
1,709
3,546
318
2011-12
1,541
848
1,811
1,748
3,806
381
2012-13
1,643
1,128
1,615
1,569
4,298
398
2013-14
1,963
1,097
1,688
1,638
4,358
407
2014-15
2,318
1,242
1,681
1,626
4,643
444
2015-16
3,075
1,541
1,610
1,555
4,837
479
2016-17
3,094
1,238
1,601
1,526
5,472
543
2017-18
3,858
1,736
1,598
1,524
5,810
744
2018-19
4,705
1,713
1,609
1,533
6,267
679
2019-20
5,456
1,801
1,829
1,745
7,299
753
2020-21
5,833
2,275
1,881
1,835
7,711
781
2021-22
6,080
2,426
1,941
1,864
8,328
806
2022-23
5,736
1,882
1,595
1,537
7,178
697
2023-24
5,687
1,922
1,546
1,495
7,273
710
2024-25
5,820
1,985
1,521
1,464
7,376
746
2025-26
5,918
2,065
1,493
1,431
7,485
785
2026-27
6,024
2,169
1,457
1,400
7,650
832
2027-28
6,085
2,197
1,433
1,369
7,789
852
2028-29
6,217
2,294
1,402
1,345
7,960
888
2029-30
6,293
2,234
1,187
1,131
6,961
797
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IBISWorld | Internet Publishing and Broadcasting in Australia
Oct 2023
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